Allegra Airways was born from the recognition that the increasing severity of allergies, exacerbated by worsening air quality and climate change is significantly impacting people's lives. Our goal was to create a solution that addressed the immediate symptoms, leading to the development of a first-of-its-kind digital platform that allows users to find clean air travel routes, no matter where they’re headed. The platform empowers individuals to actively manage their environment. We aimed to transform Allegra from a generic allergy medication into an essential tool for allergy sufferers, offering them the freedom to enjoy outdoor activities without compromise.
Environmental crises like 2023’s wildfires in North America led to rising levels of fine inhalable particles in the air (called PM 2.5), small enough to travel deep into and irritate the respiratory tract. These particles have increased by 5 micrograms per cubic meter in the past decade. North Americans are feeling the effects as pollen season is now around 20 days longer than it was 20 years ago – and about 21% more intense.
Allegra Airways sought to drive positive change by raising awareness about the health implications of air pollution and empowering individuals to take action to protect themselves and their communities. From there, our revolutionary web-navigation tool was designed and launched to help allergy sufferers find cleaner air.
The Allegra Airways campaign was built on a foundation of real-time data, innovative technology, and a deep understanding of consumer needs. We leveraged advanced algorithms to process pollen and air pollution data from various sources, providing users with personalized routes that avoid high-risk areas. Covering the entire U.S. with an accuracy of up to 5 meters, the tool provides real-time routes for running, biking, and walking that avoid high-pollen and high-pollution areas. Accessible via any device, Allegra Airways empowers users to make informed health decisions and enjoy outdoor activities without suffering from allergies – whether they’re going to the park, to work, or even taking their kids to the playground. The platform's user-friendly interface and accessibility across devices ensures anyone can benefit from its features.
Our challenge was in creating a platform that was both intuitive and effective for users of all ages and technical abilities. To overcome this, we conducted extensive user testing and made iterative improvements based on feedback. Launch events at SXSW included branded pedicabs and EV-digital trucks promoting routes with better air quality. Collaborations with wellness influencers and celebrities, such as Lance Bass, amplified the campaign, driving over 3.5 billion earned impressions in just five weeks. We also provided discounts and product trials based on live air quality data, incentivizing usage.
What sets Allegra Airways apart is its unique ability to provide personalized solutions based on individual needs and preferences. By combining real-time data with advanced navigation algorithms, we were able to offer users tailored routes that not only avoided allergens, but also considered their desired activities and locations. This level of customization provided a truly personalized experience that resonated with our target audience.
In a matter of 5 weeks, our thinking and activation made a significant impact on Allegra’s business and brand – turning an undifferentiated, #3 brand, into and essential brand for allergy sufferers, reversing the brand’s sales decline.
Allergy sufferers and the wider public massively engaged:
Created 190,692 clean routes within the service, resulting in 51,486,840 clean breaths taken.
Generated 301 earned media placements from the likes of People and USA Today driving 3.5B in earned media impressions.
This moved Allegra from 3rd to 2nd in category share of voice, driving a 19%-point improvement for Allegra vs last year. In an undifferentiated market where Allegra was 3rd place, this campaign drove:
+ 22% point increase in brand love
+ 50% increase in purchase intent, with 38% of people saying they’d switch to Allegra
+17% increase in brand trust
+16% point increase in perceived brand competency
Following Allegra Airways’ launch, 86% of allergy sufferers say they’ll likely use the tool and a remarkable 91M allergy sufferers can now breathe easier. 90% of allergy sufferers now say Allegra Airways was ‘an eye opener’ and raised awareness of the health impacts between pollen and pollution. And 87% of the general public say Allegra Airways is critical in providing civic authorities with information on high-risk areas to enact change.
Lastly, this campaign helped turn a 4% decline in sales into a 1.45% growth driving $3M in sales and still building, showing that data and creative thinking can garner invaluable utility for building brands and business.
